So, it's no secret that retailers have discovered the buying power of the Hispanic community, recognizing that Latinos are fans of technology, apparel, automobiles, and big brands. That bit of knowledge is especially valuable during the holiday season when the number of ads and billboards flare up, demanding the attention of anyone who will give it.

J.C. Penney, which began its holiday ad campaign on Nov. 18, has decided to reach out to one of the fastest growing demographics using Spanish Ads, which was a tactic that was suspended in 2012 under the former marketing head. Also, for the first time, J.C. Penney has launched a Facebook page in Spanish for the holiday season, just one of a number of tactics used to attract and reconnect with Hispanic customers.

"Jingle More Bells" is the slogan for this year's campaign under the new marketing head, Debra Berman, formally of Kraft Foods. Her "sass meets charm" approach to customer outreach is bedded with promises of value. The delivery of the message isn't trite or obvious; instead, they re-image Christmas carols lyrics. "More Fa-La Lah for Less Mou La-Lah" and "All I Want for Christmas is My Two-Day Sale" are examples of that effort.

"We have a commitment to a huge population that's very diverse and shame on us if we don't connect to the culture. It's a culture of deal making and running out and getting offers. So we're working a big deal with singing about it," said Ms. Berman during an interview,

"Feliz Navidad," a recently launched ad, shows a group carolers navigate the lanes of the store in a trolley affixed with an abundance of snow. Together, they serenade: "A fleece for my dad. Boots in mom's size. Oh, wow, all the shopping must be awesome for my thighs. I want to give my family more this Christmas. I want big deals galore this Christmas. I want to share and more and more this Christmas from the bottom of me grande heart." That ad runs alongside the ads entitled, "Santa Baby," and "Good King Robert," and a number of others.

Miami, Los Angeles and Puerto Rico have received dedicated holiday spots, with the intention of drawing the Hispanic customer-base.

"We think of the Hispanic target as our Northstar. It's not 'either/or'," said Ms. Berman. "We'll do right by our core consumer because they consume fashion at a higher rate and have a higher taste level. The freer we become and the more sass J.C. Penney lets out, the deeper the connection to the customers. This is a brand that people are waiting to have fun with and you'll see that in the ads."

The 30-second ads will run until the end of December. On Dec. 3, the retailer will launch a microsite called "Jingle Mingle," where customers will be able to upload videos of themselves singing "Silent Night." Hundreds of videos will be selected and shown at JC Penney store at New York's Manhattan Mall on Dec. 19, followed by a live performance by country singer Blake Shelton.